Why Leaders Should Choose Their Words With Care

Let’s say the challenge is to win an important bid. You say to your team, ‘We must win this bid. We’ve got to do everything possible to win it.’ You are in command mode, effectively issuing orders and an implied threat.

On the other hand you could say, ‘We really want to win this bid. Let’s think of every possible way we can succeed.’ Now you are being inclusive and encouraging a positive, creative approach.

Words matter. The words that leaders choose in communicating shape attitudes and behaviours. It is easy to fall into a macho style of talking based on a masculine, sporting and aggressive mentality. Directors say things like:

‘We need to make our sales targets.’
‘You should focus on the goals.’
‘We’ve got to beat the competition.’
‘We must work harder.’
‘You ought to make more calls.’

All of these statements have an implied ‘…or else’. They all adopt the tone of a parent-child relationship where the leader is directing and exhorting the followers.

A small change in tone and style can bring about a big change in response. For example you could try these sorts of messages:

‘We want to beat our sales targets.’
‘Let’s work together to achieve these goals.’
‘How can we delight our customers and differentiate ourselves from our competitors?’
‘Let’s talk about how we can be more effective.’
‘We want to make the best use of our time by making more calls on the right people.’

Try using the brainstorm example called Redefine the Problem. Using different words can have a remarkable effect. Executives at a manufacturing plant were disappointed with the results when they asked shop floor workers the question, ‘How can we improve productivity?’ The same workers then produced a wealth of great productivity ideas when the question was changed to, ‘How can we make your job easier?’

The words that you use are important. The Germans have a saying, ‘Der Ton macht die Musik’ – the tone makes the music. Choose words that are supportive, constructive and inspiring. Instead of giving instructions pose questions that seek ideas and input. By doing so you can enthuse your people to be positive and creative.

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This post was previously published on Destination Innovation.

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Why I Don’t Want to Talk About Race

The First Myth of the Patriarchy: The Acorn on the Pillow

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